HANG THE MAN
PLAY IT HERE
Horrible Bosses is a film about three nightmare bosses released by Warner Brothers who approached my agency to come up with a game idea. I had numerous ones including virtual voodoo dolls, 'rate my boss' competitions, but my simplest idea got through - a game where you are trying to hang your boss in an inverse hangman mechanic. If you aren't solving the cryptic clues fast enough the boss on the end of the rope will start to abuse you and call you names.
MAGNUM PLEASURE FIXER
www.mymagnum.com.au
Magnum temptation wanted to create a following online with a blog that tied in with their tagline 'For Pleasure Seekers'.
On my first week at SOAP Creative I came up with a simple promotion / online idea:-
• Choose between two pleasures a day - offered by The Pleasure Fixer
• 'Like' one of them (spreading the freebie promo on Facebook)
• If the one you Like is the most popular...you could WIN it!
I created a character called Pierre, who was the Pleasure Fixer. A cheeky, suave individual.
Samsung Mr Knowitall
www.mrknowitall.com.au
Gold for microsite at John Caples Awards 2011.
2 Bronzes in AdFest Awards 2011 (best use online video and integrated cyber campaigns).
Samsung are launching a new feature on their smart phones called a Social Hub. Basically, it integrates all your social networks into one place. To promote it, we've created a piece of branded content featuring a funny character called Mr Knowitall - a guy who knows everything about everybody in his social life.
The experience allows you to add 4 FB friends into the video. I'm actually one of the default photos on the newspaper!
I wrote several scene ideas and scipts, developed the character and wrote all the backstories.
I got to write all the interactive social media timeline which allows you to read back stories in Twitter, IMs and Facebook updates as they happen across the story. In this way, the entire experience is really a product demo!
I also wrote the social media component of the campaign on Facebook and Twitter and was responsible for conversations with fans online.
More than 100,000 hits and counting for the site....95,000 in Australia!
OPTUS OPEN NETWORK
www.optusopennetwork.com.au
Optus have launched a campaign for their mobile network; The Open Network.
The TVC features a flamboyant caberet of animals and the use of fireflies to symbolise the network.
For the online I came up with an idea (working with Steve Farkas, digital Art Director) to use the fireflies as a dynamic 'data cloud' ...with each transition they would swarm together to visualise the numbers of people using the network. I got to do some creative writing for the lines too :)
OPTUS FOOTBALL
www.optusfootball.com.au
On the run up to the 2010 FIFA World Cup, Optus were launching a TV campaign that featured a secret training camp where the Socceroos trained with wild animals.
I was tasked with creating content for the site that would drive a target of100,000 subscriptions to Optus' free live World Cup streaming service on mobiles.
To generate some extra click throughs I came up with an idea to create a game that extended the story of the tv. You could actually break into the Secret Training Camp and win official Socceroos Merchandise!
The Secret Training Camp Game won an ADMA Bronze for Craft.
Our site featured stunning art direction mirroring the TVC and a direct link to the mobile streaming service.
THE CAT EMPIRE ALBUM LAUNCH
This was an Integrated campaign we pitched involving online (Facebook App), PR, blogging, outdoor and radio promotion.
The brief was to generate some mainstream interest around the launch of The Cat Empire's new Album Cinema and their performance in Australia's first live online Gig.
The Low Involvement Campaign
To get into a live online gig on June 10, you simply had to instal our 'Grow Your Empire' Facebook App, seeded on the very-popular The Cat Empire Facebook page with 80K+ fans.
The more friends you added to the App, the more chance you have of winning an exclusive real-life concert for your friends. It also played the music, exposing mainstream social networks to the sound.
The Hgh Involvement Campaign
The band are a lot of fun when they play live, even making up their own dances. Therefore we decided to create a competition called 'Live Nine Lives' where you had the chance to WIN nine live experiences on tour with them, simply by recording your audition for a dance, song or act. The winner became an on-tour reporter and videocast their experience - also phoning into NOVA FM their diary.
OPTUS SIM ONLY RADIO ADS
Optus briefed us for two radio ads communicating their new SIM only plans; cheaper alternatives for people who liked post-paid but wanted to bring their own handset.
The first idea focused on the sim being small,
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The second idea communicated the plan as a
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DIRTY DOG EYEWEAR
This was a pitch for Dirty Dog Eyewear; a tough-wearing, 99% UV resistant subglasses brand. It makes them a reliable choice for sporty / active young men who need to keep their eyes safe from sun damage in active situations.
The idea? If you don’t wear this brand of eyewear, you are messing with the safety of your eyes. Simple print executions.
Photographer was the very talented Janyon (janyon.com).
WHO MAGAZINE
THE CHALLENGE WHO magazine came to DRAFT FCB with a brief to increase readership in their 30-something female target group. The magazine covers more than just sensationalised stories of celebs, including real stories from real people as well. We also wanted to attract peer group leaders, individuals who like to be a source of knowledge.
THE IDEA We came up with the single-minded thought that if you read WHO, you will know more about the people it features. Therefore we developed visuals (placed in Adshels across Australia) of celebrities showing more than one aspect of their personality.
The campaign was integrated with TV, outdoor adshels, banners and print.
GET FIT WITHOUT THE CONTRACT
This was a proactive idea I sold to YMCA Gyms in Sydney - a gym without a contract is as damn near a USP as I have ever found in that part of the world!
THE FAMILY COMMUNICATION GURUS
THE CHALLENGE Optus created customised home phone, broadband and mobile plans for families. Plans that had something for every member of the household. They wanted a campaign that included the O-Team …a group of animated animals associated with the Optus brand. They also needed a campaign that reached the decision makers (parents) and influencers (kids).
THE IDEA Any modern family communication suffers as a result of modern living, so we decided that improving communication between family members was the key to answering the brief. We decided to give the O-Team animals the role of ‘Communication Gurus’. We also had to be careful not to condescend our target market; developing a warm, slightly goofy edge to our Gurus who eavesdropped on families on their quest for the answers to family communication.
The campaign was integrated with TV, print, microsite, banners and outdoor executions.
THE RESULTS 47% TV recall vs 37% Optus normal. Effective cost recognition – $21K cost per recognition vs. $31K Optus normal. Good overall responses from research – Characters likeable and believable, entertaining and relevant
MINI D - Fuel Efficient
Creative Magazine competition brief.
Think up a print ad to communicate Mini D's standing as one of the most fuel economic, environmentally friendly and fun-to-drive cars in Australia.
I put forward three ideas; the first of which (less in, more fun out) made it into the top selection and ran in Creative Magazine’s March issue.
MINI CLUBMAN - MORE ROOM TO PLAY
Creative Magazine competition brief.
The Clubman is an 'estate' Mini with more room, while maintaining the go-kart driving akin to all other Minis. Got first runner up position in the magazine. Printed on some rather groovy stock too.
THIS SEASON IS BURSTING WITH OPPORTUNITIES
Optus wanted a non-traditional christmas campaign to stand out from very traditional competitor advertising. They also wanted to communicate that at despite the global recession, Optus were piling on the rewards so the customer could “Finish 2009 on a High”
We realised the perfect non-traditional, celebratory image was a Piñata… used worldwide for party celebrations and it’s full of gifts.
The campaign was integrated with online banners, game, print, retail, radio and outdoor.
Results
• Public recall of the campaign that was three times that of Telstra and 3's Christmas campaigns.
• Sales of post-paid spiked on campaign launch
• Pre-paid were 41% higher than previous the year and Broadband sales targets were exceeded.
• The campaign won a Marketing at Retail bronze award for its effectiveness in driving in store sales.
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THE GREAT PIZZA DEBATE
For the first time since they opened in Australia, Pizza Hut are launching a new range of seven new pizzas (gourmet style!) and we just completed the launch TVC and radio campaign. The idea basically revolves around everyone having a favourite from the new range…hence a huge debate.
RESULTS Strong results saw sales increase from -25% the day before to +40% in the week the TVC was launched.
JETSTREAM PENGUIN
CLICK TO PLAY THE GAME ON FACEBOOK
This was a Facebook game I came up with for a 'Live Life Without Limits' campaign for Optus. (unlimited calls to friends).
You fly a penguin which is blasted out of a canon. You can record your high score and compare to any of your Facebook friends who have played the game. Also you can see topscores for anyone who has played the game on Facebook.
WESTFIELD - FANCY A QUICKIE?
THE CHALLENGE Westfield wanted to convince white collar females to go beyond using Sydney City Westfield shops for ‘research’ at lunch ...and instead make them purchase.
THE IDEA If we convince the our female consumers that shopping at Pittstop is a fast way to find the perfect fashion item, we will increase their shopping activity during the lunch hour and in centre spend.
Our communications had to be easily recognisable and create cut through in an already cluttered and busy environment.
THE EXECUTION We came up with the provocative “Fancy A Quickie” using the analogy of the naughty lunchtime quicky for the in-out shopping experience! The cheeky innuendo was ideal for cut through, especially for our white collar target group. We arranged for the message to be written on various surfaces around food courts, the area around Westfield. We produced eDMs, online comps, scratch cards, outdoor and sales material.
RESULTS By the end of the campaign, sales across all fashion stores had risen and promotional competitions we added drove much traffic to our onine site.
